TikTok has changed marketing forever, so what's next for brands?

So, the TikTok situ is a mess.

There’s no denying that.

And while the future of the platform is unknown, the impact it has had on marketing is locked in.

Will the app thrive, get banned, or morph into something new? Who knows.

But one thing is certain: TikTok changed the way brands communicate, and the way we communicate with brands.

And there sure as hell ain't no going back now.

I can hardly remember a time before TikTok now.

Which is messed up, considering I’m not a digital native.

I’ve experienced many Eras Of The Internet before the platform's arrival. MySpace. Bebo. Tumblr.

The most insane phase of posting every unhinged thought that came to mind on Facebook for the world, and my extended family to see – all before the age of 16.

But none of these platforms made an impression on the world of advertising the way TikTok has.

Before TikTok, brands were obsessed with perfection—high-budget ads, curated Instagram feeds, and scripted influencer content. Then TikTok came in and said, uh dude, it’s not that serious.

The platform thrived on raw, unpolished, and hyper-reactive content. It rewarded brands that leaned into authenticity, cultural moments, and even outright chaos. (See: Duolingo’s unhinged owl or Nutter Butter's...whatever you call that).

Suddenly, brands moved beyond merely marketing to consumers. Instead, they were playing with them in real-time.

This shift forced brands to become more experimental.

Instead of relying on traditional marketing strategies, brands began to embrace spontaneity. They tried out new trends, participated in viral challenges, and took creative risks they wouldn’t have considered before.

The pressure to innovate became stronger than ever, as brands saw that playing it safe meant fading into irrelevance.

The platform also pushed brands to become less polished and more human.

The era of perfectly curated content gave way to videos that felt authentic, unscripted, and deeply relatable.

Audiences responded to brands that showed personality, humour, and even a little bit of messiness.

The more a brand felt like a real person rather than a faceless corporation, the better they performed.

Speed and reactivity became another defining factor.

TikTok’s fast-moving nature meant that brands had to jump on trends quickly or risk missing the moment.

The traditional content approval process—where campaigns took weeks or even months to finalise—was no longer viable. Instead, marketers learned to move fast, adapting in real time to cultural conversations and viral moments.

Brands became entertainers.

As the creator economy bloomed, the traditional advertising model continued to weaken.

Because TikToks algorithm prioritises entertainment, to stand out, brands had to ditch the old rules. Instead, they had to think and behave more like an entertainment company.

This gave birth to a new creative and off-beat approach to marketing the world had never seen before.

And it’s a permanent shift.

Even if TikTok actually disappeared, the expectation it created wouldn’t.

Consumers now want content that feels genuine, entertaining, and culturally relevant. That’s not a TikTok trend—it’s a fundamental change in digital marketing.

The truth is we wouldn’t have seen this level of risk-taking from brands without TikTok. The app forced them out of their comfort zones, and that’s not something they can (or should) unlearn.

Platforms like Instagram Reels, YouTube Shorts, and whatever new format comes next will continue this demand for agile, experimental marketing.

So, what’s next? How do we keep the momentum going?

TikTok may have set the tone. But brands can carry these lessons forward, no matter where they’re marketing.

1. To stay ahead, brands must remain agile.

This means continuously testing and iterating on content rather than sticking to rigid marketing plans.

The ability to pivot quickly, experiment with new ideas, and take creative risks will be crucial for staying relevant.

2. Brands also need to ditch the corporate tone and embrace a more human voice.

If you don’t know by now, consumers connect best with brands that feel genuine, engaging, and conversational.

A rigid, overly professional approach to marketing is becoming outdated. And brands that can inject personality into their content will continue to thrive.

3. Entertainment should be at the core of a brand’s content strategy.

Consumers no longer tolerate blatant advertising. They expect to be engaged, informed, or amused.

Whether through humour, storytelling, or interactive elements, brands that prioritise entertainment will attract and retain audiences.

4. Finally, creativity should take precedence over production value.

TikTok proved that a great idea can outperform even the most polished content.

Marketers should focus on crafting content that resonates with audiences rather than worrying about having a massive budget. Authenticity and relatability often win over staged perfection.

TikTok was never just another social media platform.

It was a marketing revolution. Even if the app itself fades, the lessons it taught brands are permanent. The days of one-way advertising are gone.

Whether it’s TikTok, Instagram, or whatever comes next, brands that can entertain, engage, and experiment will always win.

-Sophie, Writer